We wanted to reach the person who sees nature as something to connect with – not something to conquer. While most off-road vehicles boast about being all-powerful beasts, Toyota wanted to encourage a quieter experience of the natural world.
To counteract the effects of living in societies fed by an ever-more sensationalist media, we presented Toyota Wilderness Therapy. This was a chance to escape the aggression of modern life. Targeted direct mail and email tempted potential buyers to an immersive web experience. Not for a hard sell, but for some much-needed time out.
We tapped into cultural trends around reconnecting with nature and seeking experiences over possessions. Visitors lost themselves in our immersive Wilderness Therapy website, breaking all benchmarks. Customers who spent time in our evocative 360° landscapes were 260% more likely to purchase the new 4Runner at launch.